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Telemundo and Maru/Matchbox Pool Hispanic Communities

November 29 2017

Spanish language broadcast network NBCUniversal Telemundo Enterprises and tech and communities business Maru/Matchbox have hooked up to launch what the firms describe as the largest insight community of its kind.

Telemundo Network features original Spanish language entertainment, news and sports content reaching 94% of US Hispanic TV households in 210 markets via seventeen owned stations, 55 affiliates and its national feed. The new partnership combines MiTelemund, Telemundo's online insight community comprised of mostly Spanish-dominant Hispanics, with Maru/Matchbox's own Springboard America panel of English-dominant Hispanics, creating a community with more than 20,000 members.

Lia Silkworth, Telemundo's SVP, Insights and Consumer Development, says that MiTelemundo helps the business uncover insights around its audience in order to create tailored content for the US Hispanic audience. Bruce Friend, President of the Media & Entertainment division of Maru/Matchbox, says the partnership will allow the firms to access 'the full spectrum of language dominances and Hispanic cultural orientations'.